The regional mineral water brand Masafi has launched a new two-liter eco-friendly PET bottle targeting the family and household segment. The product, which is currently available in the UAE, will be gradually launched across the GCC countries.

Masafi Mineral Water Company General Manager Ashraf Abushady said “Masafi has been the undisputed market leader in the regional mineral and bottled water business for 25 years. At present, we command a market share of 48.9 percent in the UAE, which represents 70 percent of our business operations.”

Mohsen Sherra, general manager of the Masafi manufacturing facility in Ras Al-Khaimah, said: “The regional mineral water industry is still at a development stage, with low consumer awareness about the benefits of pure natural mineral water as opposed to purified drinking water.”

The new product is the third to be introduced in the company’s mineral water product category, the others being the half liter and 1.5 liter bottles. Earlier this year, Masafi also launched the sports cap portable edition of one liter and 330 milliliter bottles.

Established in 1976 in Masafi, United Arab Emirates (UAE), Masafi Mineral Water Company forms part of the Al-Ghurair Group. The company’s product portfolio also includes mineral water cups and soft facial tissues. The latter recorded a 24 percent growth over the last year and is the leading brand in its product category in the UAE. — (Mena Report)